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What is Sports Sponsorship

Chapter 157
Encyclopedia of Organizational Knowledge, Administration, and Technology
A relationship where a sporting entity obtains financial or non-financial benefits from a commercial organization, in exchange for imaging rights to the sporting entity's name, logo and other aspects of branding.
Published in Chapter:
Eye Tracker Technology in Sports Sponsorship Research
Ho Keat Leng (Nanyang Technological University, Singapore) and Philip Phua (Nanyang Technological University, Singapore)
Copyright: © 2021 |Pages: 8
DOI: 10.4018/978-1-7998-3473-1.ch157
Abstract
Sports sponsorship is a common marketing strategy for many commercial organisations. There has been an interest in examining the effectiveness of this strategy particularly in terms of the recall rate of sponsored brands. In recent years, eye trackers have been employed to provide deeper insights in sports sponsorship research. The aim of this paper is to provide an overview of the potential contributions and methodological challenges in the use of eye trackers in sports sponsorship research. The paper will conclude with a discussion on the future directions of sports sponsorship research.
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Chapter 8
Adapting on the Run: The Critical Role Leaders Played in Sports During the COVID-19 Pandemic
Critical component of professional sports, where brands pay money to leagues, teams and/or athletes in exchange for recognition, promotion and/or hospitality. Common forms of sponsorships include venue naming rights, logo placement on jerseys or fields, player endorsements and media rights.
Published in Chapter: Adapting on the Run: The Critical Role Leaders Played in Sports During the COVID-19 Pandemic; From: Leadership Strategies for the Hybrid Workforce: Best Practices for Fostering Employee Safety and Significance
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Chapter 1
Decision Factors in the Strategy of Sports Sponsorship in Spain
Relationship involving the provision of resources from the sponsor to the sponsored in search of achieving mutual benefit, business and marketing objectives through promotion and communication strategy.
Published in Chapter: Decision Factors in the Strategy of Sports Sponsorship in Spain; From: Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations
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Chapter 15
Marketing and Sponsorship of Esports Without Getting Ganked: Understanding Past Research and Future Challenges
A marketing tool used by companies to create a business relationship with an athlete or sports team in order to advertise or raise awareness.
Published in Chapter: Marketing and Sponsorship of Esports Without Getting Ganked: Understanding Past Research and Future Challenges; From: Handbook of Research on Pathways and Opportunities Into the Business of Esports
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